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Social Media Specialist — KPIs

Part of the eDariba Marketing Team docs. Related docs for this role: 01-job-description.md · 02-workflow.md

How we measure​

  • Every KPI has a Target and an Actual, logged in ClickUp.
  • KPIs are logged weekly. No "we'll update at the end of the month".
  • We judge performance on the trend, not on a single week.
  • "Set after baseline" means we measure the first month, then the Marketing Manager sets the target.

Goal of this role​

Grow our audience on Facebook, Instagram and LinkedIn, and turn attention into website visits and signups.

Main KPIs (results)​

KPIWhat it measuresTargetFrequencySource
Engagement rate(Likes + comments + shares + saves) ÷ reachRising trendWeeklyMeta Business Suite, LinkedIn Analytics
Followers growthNew followers per channelSet after baselineMonthlyMeta Business Suite, LinkedIn Analytics
ReachHow many people saw our contentRising trendWeeklyMeta Business Suite, LinkedIn Analytics
Social sharesHow many times our posts were sharedRising trendWeeklyMeta Business Suite, LinkedIn Analytics
Website visits from socialSessions coming from organic social (UTM links)Set after baselineMonthlyGA4
Signups from socialSignups coming from organic socialSet after baselineMonthlyGA4 / CRM

Delivery KPIs (output)​

KPIWhat it measuresTarget
Posting cadencePosts published vs. the approved monthly calendar100%
Calendar on timeMonthly calendar shared for review before the month startsEvery month
Design requests on timeAd creatives and article images delivered by the agreed deadline100%
Page repliesComments and questions on our pages answered within the same working day100%

Quality​

KPIWhat it meansTarget
First-time approval rate% of work approved by the Marketing Manager without major changesRising trend
Brand & message accuracyNo work published that breaks the brand guide or promises something the product doesn't do0 issues